Customer service complaint management takes time and effort but can be managed more easily using templates. This helps customer service reps save time and effort and provide positive, accurate responses even behind bad news, like a no refund to a case. In this article, we cover best practices for customer service communication and provide free customer service response templates you can use for email and chat channels.
Download all of the templates below and share them with your support team. Plus, you can personalize each template to ensure it reflects the voice of your brand.
General Customer Service Response Templates
General customer service response templates address common complaints and situations that warrant a well-designed and standardized response. These customer service email response examples apply to business-to-consumer (B2C) and business-to-business (B2B) customers.
They can be tailored depending on your small business’s customer service policies.
A refund process request email response is used when responding to a customer’s request to receive their money back after a purchase—assuming it falls within your company’s refund policy. A refund is often needed when someone is unhappy with the product or service or has found that it wasn’t a good fit for them. Below is a sample refund email template you can send to customers.
Subject: [Customer Name’s] Refund Request for/to [Product/Company Name]
Dear [customer name],
Thank you for contacting us regarding your refund request on [product/service name]. We take pride in ensuring our [products or services] always meet our customers’ needs.
We are happy to inform you that your refund request falls within our policy and will be processed within [# days or after the customer completes a step such as shipping back the item].
You should expect to see [$] added to (your credit card or bank account) within [# days or # days after the product is shipped back]. In the meantime, feel free to reach out using the contact information below if you have any questions or concerns.
[Rep name, job title]
[Phone number, email address]
[Company web address]
On the other hand, when a customer is ineligible for a refund, it could get tricky as they might react negatively. You have to respond in a careful and well-thought-out manner. One excellent way to avoid this problem is to offer a discount or promo to appease the customer. Here’s a customer service email response sample.
Subject: [Customer Name’s] Refund Request for/to [Product/Company Name]
Dear [customer name],
Thank you for contacting us regarding your refund request on [product/service name]. We take pride in ensuring our [products or services] always meet our customers’ needs.
However, upon careful consideration, we regret to inform you that you are ineligible for a refund because of [state the reason and link to the refund policy online if available]. We sincerely apologize for the inconvenience caused.
We’d like to offer you [product trial, discount, points, etc.] redeemable through this link.
We regret any inconvenience this may have caused. Please feel free to reach out using the contact information below if you have any questions, concerns, or something else I can assist with.
[Rep name, job title]
[Phone number, email address]
[Company web address]
Use this customer response template to acknowledge a customer’s subscription cancellation request. Typically, businesses include a 30-day cancellation policy with a money-back guarantee. Check the sample customer email templates below for a proper response.
If the cancellation exceeds the required timeframe, tell the customer that you will cancel the subscription immediately but will be unable to refund the payment for the time that has lapsed. If the customer is ineligible for a refund after the subscription cancellation, you can use the email template below.
Subject: [Customer Name’s] Subscription Cancellation for/to [Product/Company Name]
Dear [customer name],
Thank you for contacting us regarding your request to cancel your subscription to our [product/service name].
Please note that we have received your request and have canceled your subscription effective immediately. However, kindly note that we are unable to refund your payment for the [time duration ineligible for a refund] as our policy states that cancellations need to be done within [# days].
You may refer to our terms and conditions for more information [link to T&C page if available].
We regret any inconvenience this may have caused. Please feel free to reach out using the contact information below if you have any questions, concerns, or something else I can assist with.
[Rep name, job title]
[Phone number, email address]
[Company web address]
If the cancellation exceeds the required timeframe, tell the customer that you will cancel the subscription immediately but will be unable to refund the payment for the time that has lapsed. If the customer is ineligible for a refund after the subscription cancellation, you can use the email template below.
Subject: [Customer Name’s] Subscription Cancellation for/to [Product/Company Name]
Dear [customer name],
Thank you for contacting us regarding your request to cancel your subscription to our [product/service name].
Please note that we have received your request and have canceled your subscription effective immediately. However, kindly note that we are unable to refund your payment for the [time duration ineligible for a refund] as our policy states that cancellations need to be done within [# days].
You may refer to our terms and conditions for more information [link to T&C page if available].
We regret any inconvenience this may have caused. Please feel free to reach out using the contact information below if you have any questions, concerns, or something else I can assist with.
[Rep name, job title]
[Phone number, email address]
[Company web address]
In customer service, reps receive plenty of product or service inquiries. Use this customer service email response when someone has pricing, payment options, or feature questions about one of your products or services. While it’s not a negative inquiry, it’s best to respond using impactful customer service best practices for a complaint to ensure that you fully address their needs and that they feel valued. Check out this customer service reply example.
Subject: Response to [Product/Service Name] [Pricing, Payment, or Feature] Question
Dear [customer name],
Thank you for contacting us regarding your [pricing, payment, or feature] question for [product/service name]. We take pride in providing customers with the best answers to their questions.
Option 1: To answer your specific question, the [product/service name] costs [details on price amount and/or pricing method].
Option 2: To answer your specific question, the payment (plans or methods) we accept for [product/service name] include [list of payment plans or payment channels accepted].
Option 3: To answer your specific question, [product/service name] includes [features, product usability attributes, customer experience elements, etc.]. [Description of how those features can provide value or meet a specified need by the customer].
I hope that answers your questions. In the meantime, feel free to reach out using the contact information below if you have any other questions, concerns, or something else I can assist with.
[Rep name, job title]
[Phone number, email address]
[Company web address]
A billing error could mean the customer was overcharged for something or invoiced for more than they owed. Regardless, this situation is sensitive because your company could be perceived as having malicious intent by trying to charge more than necessary, even if it was an honest processing mistake. The billing error response template requires an apology and a plan to make reparations and preserve the relationship. Here’s a customer email reply example.
Subject: Response to [Customer Name] Billing Error
Dear [customer name],
Thank you for contacting us regarding the recent billing error. We sincerely apologize for the mistake and will remediate the issue as quickly as possible.
After a quick investigation, we found that [brief explanation on why the error took place].
To fix the problem, I have [brief explanation on how the issue was fixed], and you should see the [$] excess amount refunded in [# days] or an updated invoice posted on your account.
In addition to resolving the billing issue, we’d like to offer you [product trial, discount, points, etc.], redeemable through this link.
Feel free to reach out using the contact information below if you have any other questions, concerns, or something else I can assist with.
[Rep name, job title]
[Phone number, email address]
[Company web address]
Negative reviews by angry customers must be managed with a solid customer reply in the review page’s comment section instead of an email. The main purpose of this is to appease customers so that they will be willing to give you another chance and potentially take the negative review down. Use our recommended customer service reply example to address the customer service problem below.
Hi [customer name],
I just read your review and am very sorry for your recent experience. My name is [rep name], [job title] at [company name], and I thank you for bringing this to my attention.
I’d love the opportunity to gather more insights to improve our [service or whatever the review complaint was about] and ensure this situation never happens to other customers. If you provide more details at this link, we can discuss this further.
[Rep name, job title]
[Company web address]
In contrast to addressing a poor review, it’s just as important to give credit for positive reviews to encourage more customers to continue posting them. Going out of your way to thank a customer for helping improve your online credibility shows you listen to what they say about your service. Here’s an example of a customer service reply template for positive online reviews.
Subject: [Customer Name’s] Thank You for the Great Feedback!
Hello, [customer name], and thank you so much for posting your kind review! We always strive to take positive feedback in hopes of replicating it for all our customers.
My name is [rep name], [job title] at [company name], and I’d love the opportunity to gather more insights into what made your experience wonderful so that we can give credit to our staff where credit is due. If you could provide more details on [something they said regarding their experience] by responding to this email or would like to contact me directly, we can discuss this further.
[Rep name, job title]
[Phone number, email address]
[Company web address]
To gain closure on a case, customer complaint, or issue, a rep needs to confirm it’s been resolved. You would typically use this sample customer support email or live chat message after closing cases, such as refunding a purchase, fixing a billing error, or sending a new or correct product to your customer. Here’s one of the best responding to customer complaints examples.
Subject: [Customer Name’s] Issue Has Been Resolved
Dear [customer name],
Thank you for contacting us regarding your [issue type] and remaining patient during this process. We take pride in ensuring prompt customer service resolutions for our customers.
We are happy to inform you that your [issue type] has been fully resolved, and we [explanation of what you did to resolve the issue].
We apologize for any inconvenience this may have caused. Feel free to reach out using the contact information below if you have any questions, concerns, or something else I can assist with.
[Rep name, job title]
[Phone number, email address]
[Company web address]
This modern-day complaint is common for software as a service (SaaS) businesses. The same is true for firms that rely on their websites, such as ecommerce or online financial services companies. In this situation, you need to stall and keep your customers calm until the software development teams can find the root cause of the issue and get the online service back up and running. Here’s a customer service reply template we recommend.
Subject: [Customer Name’s] Online Service Down
Dear [customer name],
Thank you for bringing this problem to our attention. We have already reported your concern to our development team and are taking steps to fix the issue.
We apologize for any inconvenience this may have caused and expect to have the [website, online service, or application] up and running within [time duration].
Feel free to reach out using the contact information below if you have any questions, concerns, or something else I can assist with.
[Rep name, job title]
[Phone number, email address]
[Company web address]
Zoho CRM allows users to create splash messages on web forms. (Source: Zoho CRM)
B2C Customer Service Response Templates
These are the best professional email response templates for responding to customer issues specific to B2C. Though they can be used in B2B sales, these circumstances are most common when dealing with individual consumers. This is because they don’t have dedicated account managers to address questions and guide them through the buying process. Check the customer service email response samples for B2C matters below.
Reps must expect that some customers will complain that they haven’t received the item they ordered. No matter the cause, and assuming the complaint is legitimate, these customers expect an accurate answer or a fair resolution. For instance, the package may have been sent to the wrong address or lost in transit, in which case you can then acknowledge you’re sending another one immediately. Take a look at this customer service reply example.
Subject: [Customer Name’s] Product Replacement
Dear [customer name],
Thank you for bringing this problem to our attention. We are so sorry for any inconvenience this may have caused.
After researching the matter, we found that the package didn’t arrive because [the reason the product wasn’t delivered]. To resolve the issue, we have shipped out a replacement of [product name] that we expect to arrive [estimated arrival date] and can be tracked using the tracking number link here.
In addition to resolving the billing issue, we’d like to offer you [product trial, discount, points, etc.] redeemable through this link. Feel free to reach out using the contact information below if you have any questions, concerns, or something else I can assist with.
[Rep name, job title]
[Phone number, email address]
[Company web address]
The only thing worse than not getting your product is receiving the wrong one. In most cases, the customer needs to ship back the incorrect item. The rep must provide details on how to initiate a return—preferably with no cost required from the customer’s end. Some companies allow the customer to keep the product free of charge to smooth out their relationship with them. Below is a sample email reply to customer complaint about a wrong product received.
Subject: [Customer Name’s] Wrong Product Received
Dear [customer name],
Thank you for bringing this problem to our attention. We are so sorry for any inconvenience this may have caused.
After researching the matter, we found that you received the wrong product because [the reason the wrong product was received].
Option 1: To resolve the issue, we ask that you ship back the incorrect item by following these instructions [describe how to send it back].
Once we receive the [incorrect product name], we will ship out the correct product, which you should receive within [time duration] days.
Option 2: Since the error was on our end, feel free to keep the [incorrect product name]. We’ve shipped out the correct [product name], which we expect to arrive [estimated arrival date] and can be tracked using the tracking number link here.
In addition to resolving this issue, we’d like to offer you [product trial, discount, points, etc.] redeemable through this link. Feel free to reach out using the contact information below if you have any questions, concerns, or something else I can assist with.
[Rep name, job title]
[Phone number, email address]
[Company web address]
Buyer’s remorse refers to a feeling of regret after making a purchase, like impulse buying. Many companies offer a 7- or 30-day buyer’s remorse guarantee to assure customers. Customers can return the item they bought online or in-store within their specified acceptable buyer’s remorse timeframe. Here’s a customer service response template you can use if you offer free return shipping.
Subject: [Customer Name’s] Returning an Item Within Buyer’s Remorse
Dear [customer name],
Thank you for trying our product. We understand that you want to return the [item name] within our [#-day] buyer’s remorse period.
I highly recommend reconsidering your decision by checking out the features and benefits of our product here [insert link]. If you still decide to return the item, please review our buyer’s remorse policy here [insert the link to your buyer’s remorse page] first to ensure a smooth process. You can use the free shipping label here [insert a link to the shipping label] and follow our step-by-step instructions to process a return here [insert the link to the buyer’s remorse returns process].
Please be advised that we will issue a refund [# hours or # days] upon receiving the item back. Feel free to reach out using the contact information below if you have any questions, concerns, or something else I can assist with.
[Rep name, job title]
[Phone number, email address]
[Company web address]
Here’s a customer service response template you can use if the customer is in charge of the return shipping.
Subject: [Customer Name’s] Returning an Item Within Buyer’s Remorse
Dear [customer name],
Thank you for trying our product. We understand that you want to return the [item name] within our [# of days] buyer’s remorse period.
I highly recommend reconsidering your decision by checking the features and benefits of our product here [insert link]. If you still decide to return the item, please review our buyer’s remorse policy here [insert the link to your buyer’s remorse page] first to ensure a smooth process. Choose any return label you prefer at your own cost and follow our step-by-step instructions to process a return here [insert the link to the buyer’s remorse returns process].
Please be advised that we will issue a refund [# of hours or days] upon receiving the item back. Feel free to reach out using the contact information below if you have any questions, concerns, or something else I can assist with.
[Rep name, job title]
[Phone number, email address]
[Company web address]
Another product-related concern you might encounter is a defective product. Product warranties typically cover replacing defective products due to factory defects. Apart from acknowledging the message, you can ask for the product’s photo or video and a description of the defect for documentation purposes. Assuming the customer is eligible for a replacement, ensure the new product is shipped immediately and offer a gift or discount to compensate for the mistake.
Subject: [Customer Name’s] Defective Product Received
Dear [customer name],
Thank you for bringing this problem to our attention. We are so sorry for any inconvenience this may have caused.
To resolve the issue, may we ask if you could send a photo of the product as well as a short description of the defect?
Afterward, please allow us [amount of time needed to validate the defect] to get back to you on your eligibility for product replacement.
If we confirm that it is a factory defect, we will inform you right away to ship back the defective item by following these instructions [describe how to send it back].
Once we receive the [defective product name], we will ship out the new product, which you should receive within [time duration] days.
In addition to resolving this issue, we’d like to offer you [product trial, discount, points, etc.] redeemable through this link. Feel free to reach out using the contact information below if you have any questions, concerns, or something else I can assist with.
[Rep name, job title]
[Phone number, email address]
[Company web address]
Once your business becomes more established, you will notice a pattern of similar customer questions. In this case, you can add a Frequently Asked Questions (FAQs) page on your websites and marketing materials to address those particular inquiries. One issue, however, is when customers are unaware that this page exists. You can answer their query by politely guiding them to your resource page in your customer support response.
Subject: [Customer Name’s] Question on [What They Asked About]
Dear [customer name],
Thank you for reaching out regarding [topic of questions].
We get this question quite often, and here’s our best answer:
[Answer question.]
For additional information and answers to common questions, I invite you to check out our Frequently Asked Questions (FAQs) page using this link.
I hope this helped. Feel free to reach out using the contact information below if you have any questions, concerns, or something else I can assist with.
[Rep name, job title]
[Phone number, email address]
[Company web address]
B2B Customer Service Response Examples
In B2B sales, the customer experience looks different because there are often dedicated account managers to assist customers. Additionally, B2B has more complex product or service delivery processes than B2C, which could lead to unique complaints requiring technical or professional knowledge. Hence, B2B demands more specialty skills from a B2B customer service rep than a B2C rep. Check out these customer service response templates for B2B scenarios.
An account manager should be the go-to point of contact for a particular client. So, when a customer contacts the customer service department complaining about their dedicated account rep, your service team must have a solid response lined up. Take a look at one of our customer service email response templates to address a negative customer experience below.
Subject: [Customer Name’s] Issues with Account Manager
Dear [customer name],
Thank you for reaching out regarding the [issue type] with your account manager.
We are very sorry for any inconvenience this has caused you thus far. We’re ready to resolve the issue as quickly as possible. If you could provide more details at this link or would like to respond to this message directly, we can discuss this further and ensure this problem doesn’t become a recurring issue.
In the meantime, we are prepared to transfer your account responsibilities to [new account manager name], pending your approval. [Account manager name] has a proven record of [attributes or positive experience] in providing our clients with top-tier support.
I hope this helped. Feel free to reach out using the contact information below if you have any questions, concerns, or something else I can assist with.
[Rep name, job title]
[Phone number, email address]
[Company web address]
Freshsales account management system improves the visibility of the account hierarchy, deals, and related contacts. (Source: Freshsales)
B2B products and services tend to be more complex in the production and delivery process compared to B2C. In B2C, for instance, it could be as simple as a person ordering clothes online and getting them delivered. On the other hand, several employees use a B2B product or solution, which can cause onboarding issues or server lag. Here’s a sample email reply to a customer complaint for this case.
Subject: [Customer Name’s] Issues with [Product or Service Name]
Dear [customer name],
Thank you for reaching out regarding the [issue type or problem] with [software, product, or service name].
We are sorry for any inconvenience this has caused your business and are ready to resolve the issue as quickly as possible.
After looking into it further, we discovered that the [system error, processing error, service mistake, etc.] resulted from [what caused the issue]. This is something we do not take lightly.
Option 1: To fix the issue, we’ll need [something or a piece of information] from you. Please upload [information, data, documents, etc.] by [describe how they can send you the items needed].
Option 2: We are happy to say that we have fixed the problem by [explanation on how it was fixed]. (You or We) should now be able to [explain what you or the customer can now do as a result of fixing the problem].
I hope this helped. Feel free to reach out using the contact information below if you have any questions, concerns, or something else I can assist with.
[Rep name, job title]
[Phone number, email address]
[Company web address]
Similar to how B2C businesses use an FAQ page on their websites, firms that sell software or web applications tend to use this dedicated section within a knowledge base page. These resources generally include tutorials, videos, community forums, and a company-sponsored academy with information regarding how to use specific software. This template can be used when a user submits a question or complains about information found in the knowledge base.
Subject: [Customer Name’s] Knowledge Base Question
Dear [customer name],
Thank you for reaching out regarding [topic of questions].
We get this question quite often, and here’s our best answer:
[Answer the question.]
For additional information on [application or online service name], I invite you to check out our knowledge base page using this link. There are detailed tutorials, a community forum, an FAQ page, videos, and product documentation that can help you navigate through all the features, integrations, and use cases.
I hope this helped. Feel free to reach out using the contact information below if you have any questions, concerns, or something else I can assist with.
[Rep name, job title]
[Phone number, email address]
[Company web address]
Zoho Desk lets you create informative knowledge base articles with unlimited access to historical versions. (Source: Zoho Desk)
B2B issues are generally more complex than B2C problems. Hence, B2B buyers would understand if you need to collaborate with your manager or other departments to resolve the issue. Take a look at one of our recommended customer service email response templates if you need more time to get more help in resolving a B2B customer’s problem.
Subject: [Customer Name’s] We Need More Time
Dear [customer name],
Thank you for reaching out regarding the [issue] resolution’s timeframe.
We want to assure you that we are doing everything we can to resolve this problem as soon as possible. However, we need [# days] because of [state reason]. We assure you that we are taking immediate measures to provide you with the best resolution.
Thank you for your patience. Feel free to reach out using the contact information below if you have any questions, concerns, or something else I can assist with.
[Rep name, job title]
[Phone number, email address]
[Company web address]
B2B sales transactions usually require the vendor to finish the account setup or onboarding. Additionally, there are times when sales reps or account managers experience delays in processing them because of technical issues. Check out one of our customer service email response samples for an account setup or onboarding delay response.
Subject: [Customer Name’s] Account Setup or Onboarding Processing
Dear [customer name],
Thank you for buying our [product/solution].
We are very excited to finish setting up your account and start welcoming you aboard. We would like to inform you that we need [# hours] more to get everything ready because we are currently experiencing [issue]. We assure you that we are taking immediate measures to resolve the issue.
Thank you for understanding. Feel free to reach out using the contact information below if you have any questions, concerns, or something else I can assist with.
[Rep name, job title]
[Phone number, email address]
[Company web address]
Customer Service Email Response Best Practices
It doesn’t matter why someone is reaching out to your service team or whether the relationship is B2B or B2C. You must control the situation while showing respect to your customers. This helps ensure quick issue resolution and reduces customer response time. Here are some best practices to follow when using our customer service email response samples and engaging with customers:
- Always address customers by name: Customers appreciate the simplest signs of service personalization. Merely addressing them by name in your email gives the impression that you know them and have an idea of their past interactions with your company. Check how we incorporated the customer’s name into our customer service email response examples above.
- Refer to the customers’ activity history: You can further personalize your message to customers by referencing a past activity, a purchase, or any notable interaction with the brand. This little gesture shows you know them, and you have the initiative to log their activity history with your business.
- Keep customers reassured with a plan of action: In your response, explain what you’re doing and what the customer can do to solve the problem. Include time estimates, action steps, and the contact information of the team member or rep with whom they can communicate questions or concerns.
- Maintain a “customer is always right” mentality: Despite your feelings toward the matter, it’s essential to remain sympathetic to the customer, specifically when responding to negative inquiries. Always apologize, take responsibility, and avoid any responses that make it seem as if the customer is to blame to avoid frustrating them further.
- Directly reference the inquiry: Somewhere in the message or subject line, indicate exactly what the customer’s issue, complaint, or compliment was to confirm you’re responding to their specific need or issue.
- Apologize to the customer as necessary: There are times when a business can’t give the customer what they want due to business policies, such as refunds and returns. Even if you are not in the wrong, make it a point to sympathize by offering a short apology for the inconvenience the situation may have caused them.
- Thank customers for bringing the issue to your attention: Manage any potential narrative created from a poor customer experience by treating each inquiry as a chance to improve rather than taking offense to the claim. Start each response by thanking the customer for bringing the issue to your attention, as it serves as a new insight into improving the solutions you provide.
A 2023 customer service survey found that 68% of customers are willing to spend more on a brand that understands them and treats them like individuals. Therefore, throughout customer service communications and support processes, it’s recommended that you track each inquiry and case management performance with a CRM system. This tool is powered by automation and data analytics, which help ensure proper monitoring and accurate performance results.
Pipedrive offers a customizable chatbot and live chat combination for excellent customer service. (Source: Pipedrive)
Frequently Asked Questions (FAQs)
Writing a customer service response involves answering the customer’s query or complaint straightforwardly. This means laying out the short answer and then backing it up with the facts. For example, if a customer sends an email complaining about receiving a defective product, acknowledge the issue and attach a step-by-step guide, form, or link to help them file an “item not as described” case.
As a customer service representative, responding to a customer service request must be personalized. While you can use a customer service response template, ensure that you acknowledge the person’s thoughts and feelings, like saying, “I understand the inconvenience this has caused you,” or “I’m sorry to hear that you haven’t received it yet.”
Positive phrasing in customer service means using verbiage that would likely result in a less harmful emotional impact. Here’s an example: “The refund request is now closed because the tracking number shows the package was delivered to your exact shipping address. In this case, we highly recommend you to ask your neighbors or family members if they found or received it.” This is better than saying, “I can’t issue a refund because you already received the package.”
Bottom Line
Diligent customer service management is critical to the success of a business in terms of new business sales and retained revenue. With these downloadable customer service responses and best practices, you can ensure every situation has an effective, ready-to-go response plan to boost customer satisfaction. While most of the templates available are for generic use, the B2C and B2B ones are applicable to common scenarios specific to those respective industries.
